In this episode of The Consultant’s Way Podcast, hosts Dean McMann and Anthony Paluska welcome Bob Wright, founder of Firebrick, Inc., a specialized consulting firm focused on B2B tech positioning. Bob shares insights on how SaaS companies must evolve beyond the initial land grab phase of customer acquisition and shift toward sustainable growth through expansion and renewals.

The conversation highlights how professional services teams are becoming central to this new business model, moving from basic implementation roles to key drivers of customer lifetime value (CLV). Bob explains that many SaaS companies still operate under outdated acquisition-focused models, failing to recognize they are actually running three distinct businesses—customer acquisition, upsell and expansion, and renewals. The firms that understand and successfully execute all three are the ones thriving in today’s tighter buying climate. This shift requires a new mindset, new talent, and a stronger emphasis on consultative selling rather than just deploying technology. A major theme of the discussion is the importance of positioning.

Bob emphasizes that companies must shift from feature-driven messaging to problem-driven storytelling. Buyers today are overwhelmed with tech options and need a compelling reason to act. Successful firms sell a big, high-stakes problem rather than just a product, positioning themselves as essential to solving that issue. He introduces the concept of “owning a corner of the room,” where companies must carve out a unique and defensible position rather than blending into the competitive noise.

The conversation also touches on the impact of artificial intelligence, both as a disruptor and an opportunity. While AI is changing the way companies operate, Bob argues that without clear positioning, simply adding “AI” to a product will not drive meaningful differentiation. Instead, companies must provide a clear, specialized AI narrative tied to solving critical business problems.

The episode wraps up with a call for professional services leaders to step up and drive this transformation within their organizations. Those who adapt and embrace a consultative, problem-solving approach will become the key differentiators in their markets.